Going beyond the buzzword: what exactly is CRM?

Author: Fletcher, Lloyd Alan

Source: Learned Publishing, Volume 14, Number 3, 1 July 2001 , pp. 213-222(10)

Publisher: Association of Learned and Professional Society Publishers

Free trial available!

Key:

- Free Content

- New Content

- Subscribed Content

- Free Trial Content

Abstract:

Customer Relationship Management (CRM) is a business strategy for improving profitability by focusing on customer needs and creating an attentive relationship with the customer. It involves a personalized and interactive approach for the entire customer lifecycle. Successful implementation of a CRM approach requires changes in organization structure, culture, and skills, as well as front- and back-office information systems. CRM is a hot topic at the moment, and the marketplace of 'CRM solutions' is rife with confusing jargon, grandiose claims, and marketing hyperbole. This article attempts to explain what CRM actually is (and isn't), and provides some suggestions for how you should approach CRM for your business.

Document Type: Research article

DOI: 10.1087/095315101750240476

Free content The full text is free.

View now: